Toblerone, ikonick\u00e1 \u0161v\u00fdcarsk\u00e1 \u010dokol\u00e1da, se ocitla v pr\u00e1vn\u00edm sporu s britsk\u00fdm \u0159et\u011bzcem prodejen s potravinami Poundland kv\u016fli jeho napodoben\u00e9mu produktu Twin Peaks. \u010cokol\u00e1da Twin Peaks od Poundlandu s troj\u00faheln\u00edkov\u00fdmi vrcholy a \u00fazk\u00fdmi mezerami se n\u00e1padn\u011b podobala Toblerone.<\/p>\n\n
Spole\u010dnost Mondelez International, vlastn\u00edk Toblerone, tvrdila, \u017ee Twin Peaks od Poundlandu poru\u0161uje jej\u00ed ochrannou zn\u00e1mku, proto\u017ee tvar Toblerone byl v\u00fdrazn\u00fdm prvkem chr\u00e1n\u011bn\u00fdm z\u00e1konem. Poundland v\u0161ak nam\u00edtal, \u017ee Toblerone ztratilo ochranu sv\u00e9 ochrann\u00e9 zn\u00e1mky kv\u016fli ned\u00e1vn\u00e9mu p\u0159epracov\u00e1n\u00ed, kter\u00e9 sn\u00ed\u017eilo mno\u017estv\u00ed \u010dokol\u00e1dy v tabulk\u00e1ch a roz\u0161\u00ed\u0159ilo mezery mezi vrcholy.<\/p>\n\n
Po t\u0159ech m\u011bs\u00edc\u00edch pr\u00e1vn\u00edch tahanic se spole\u010dnosti dohodly na kompromisu. Poundland sm\u011bl prodat 500 000 ji\u017e vyroben\u00fdch tabulek Twin Peaks, musel v\u0161ak zm\u011bnit obal, aby se odli\u0161il od Toblerone. Barva pozad\u00ed obalu byla zm\u011bn\u011bna ze zlat\u00e9 na modrou a n\u00e1pis z \u010derven\u00e9ho na zlat\u00fd. Krom\u011b toho Poundland souhlasil se zm\u011bnou tvaru \u010dokol\u00e1dov\u00fdch vrchol\u016f, aby l\u00e9pe p\u0159edstavovaly kopce Ercall a Wrekin, kter\u00e9 inspirovaly design Twin Peaks.<\/p>\n\n
Poundland vytvo\u0159il Twin Peaks jako reakci na p\u0159epracov\u00e1n\u00ed Toblerone, kter\u00e9 odstranilo 10 % \u010dokol\u00e1dy z jeho tabulek. Poundland tvrdil, \u017ee jeho z\u00e1kazn\u00edci kv\u016fli t\u00e9to redukci p\u0159i\u0161li o 250 tun \u010dokol\u00e1dy. Twin Peaks byl uv\u00e1d\u011bn na trh s t\u00edm, \u017ee nab\u00edz\u00ed \u201eo 30 g v\u00edce \u010dokol\u00e1dy\u201c ne\u017e zmen\u0161en\u00e9 Toblerone.<\/p>\n\n
Zm\u011bny obalu vy\u017eadovan\u00e9 kompromisem byly navr\u017eeny tak, aby zajistily, \u017ee Twin Peaks bude vizu\u00e1ln\u011b odli\u0161n\u00fd od Toblerone. Modr\u00e9 pozad\u00ed a zlat\u00fd n\u00e1pis vytvo\u0159ily jin\u00e9 barevn\u00e9 sch\u00e9ma, zat\u00edmco zm\u011bn\u011bn\u00fd tvar \u010dokol\u00e1dov\u00fdch vrchol\u016f d\u00e1le odli\u0161il tyto dva produkty.<\/p>\n\n
Soudn\u00ed spor Toblerone-Twin Peaks zd\u016fraznil d\u016fle\u017eitost ochrann\u00fdch zn\u00e1mek p\u0159i ochran\u011b charakteristick\u00fdch znak\u016f produkt\u016f. Tak\u00e9 vyvolal ot\u00e1zky ohledn\u011b mo\u017en\u00e9 ztr\u00e1ty ochrany ochrann\u00e9 zn\u00e1mky, pokud projde design produktu v\u00fdrazn\u00fdmi zm\u011bnami.<\/p>\n\n
Pr\u00e1vn\u00ed bitva a n\u00e1sledn\u00fd kompromis m\u011bly v\u00fdznamn\u00fd dopad na trh s \u010dokol\u00e1dov\u00fdmi ty\u010dinkami. Mo\u017enost Poundlandu prod\u00e1vat Twin Peaks poskytla spot\u0159ebitel\u016fm cenov\u011b dostupn\u011bj\u0161\u00ed alternativu k Toblerone. Zm\u011bny obalu v\u0161ak zajistily, \u017ee spot\u0159ebitel\u00e9 mohli snadno rozli\u0161ovat mezi t\u011bmito dv\u011bma produkty.<\/p>\n\n
Tabulky \u010dokol\u00e1dy Twin Peaks se za\u010daly prod\u00e1vat v obchodech Poundland v cel\u00e9 Velk\u00e9 Brit\u00e1nii v prosinci 2018. Je\u0161t\u011b se uk\u00e1\u017ee, zda pozm\u011bn\u011bn\u00fd design a obal ovlivn\u00ed popularitu tohoto produktu. Pr\u00e1vn\u00ed bitva a kompromis v\u0161ak nepochybn\u011b zv\u00fd\u0161ily profil Twin Peaks a etablovaly jej jako legitimn\u00edho konkurenta na trhu \u010dokol\u00e1dov\u00fdch ty\u010dinek.<\/p>","protected":false},"excerpt":{"rendered":"
Pr\u00e1vn\u00ed bitva Toblerone s \u010dokol\u00e1dou Twin Peaks z Poundlandu Pozad\u00ed: Toblerone, ikonick\u00e1 \u0161v\u00fdcarsk\u00e1 \u010dokol\u00e1da, se ocitla v pr\u00e1vn\u00edm sporu s britsk\u00fdm \u0159et\u011bzcem prodejen s potravinami Poundland kv\u016fli jeho napodoben\u00e9mu produktu…<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[130],"tags":[2853,2850,1956,2851,2848,2849,2852],"class_list":["post-1252","post","type-post","status-publish","format-standard","hentry","category-food-and-drink","tag-packaging","tag-chocolate","tag-design","tag-trademark","tag-toblerone","tag-twin-peaks","tag-lawsuit"],"_links":{"self":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts\/1252","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/comments?post=1252"}],"version-history":[{"count":1,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts\/1252\/revisions"}],"predecessor-version":[{"id":1253,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts\/1252\/revisions\/1253"}],"wp:attachment":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/media?parent=1252"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/categories?post=1252"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/tags?post=1252"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}